What is buzzing in travel for 2026

Over the past months, we have been closely following conversations across the industry, speaking with partners, advisors, and clients, and taking the temperature on what is quietly shaping travel decisions as we move toward 2026.

Here is what we keep hearing in the sphere:

Nordic tourism seems to be standing at the edge of a very interesting moment. From what we see and hear, demand from both domestic and international travellers continues to grow, driven by a deeper interest in nature-based experiences, meaningful adventure travel, so-called “coolcations”, and destinations that feel safe, reliable, and grounded in sustainability.

We are also noticing a broader shift in how people want to travel. Less rush, more depth. Less box-ticking, more presence.

Several trends keep surfacing again and again in conversations:

Slow Mo travel
More travellers are choosing to stay longer in fewer places, allowing themselves time to truly connect with a destination instead of racing through it. It is about quality time over quantity of stops, and about experiencing a place rather than just visiting it.

FOMO 2.0
We are hearing that the fear of missing out has evolved. It is no longer just about being first or being everywhere, but about seeing places before they change. For some, this is linked to climate awareness and the feeling that certain Arctic and polar environments may not look the same in decades to come.

The new luxury: space and quiet
There is a clear movement towards destinations that are less crowded, cooler in climate, and lower in volume. What we hear increasingly is that privacy, tranquility, and access to unspoiled nature have become the new status symbols in travel.

This is where the Nordics feel particularly aligned with what modern travellers are looking for. The combination of accessible pristine nature, strong infrastructure, safety, and the ability to deliver authentic, highly personalised experiences rooted in the outdoors resonates strongly with these emerging preferences.

We are also seeing growing interest in experiences that feel rare and location specific, things that cannot be replicated elsewhere:
Northern Lights journeys, remote fjord explorations, Sami culture encounters, arctic wildlife, midnight sun summers, and deep winter silence.

This is not about trends as headlines or buzzwords. It is more about a quieter shift in mindset. How people want to travel, why they want to travel, and what they want to feel when they do.
And from where we stand, the Nordics are very well positioned at the intersection of all of this.

At NORDFOLK, we are dedicated to creating memorable experiences. Contact us for a tailored itinerary.

Images from first left; Martin Edholm, Carmen Dominguez, Omran Takie, Jelle de Gier, Dylan Shaw, Dylan Shaw, Emmeli M, Richard Hatleskog